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Jib Fowles Advertising's Fifteen Basic Appeals

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Advertising is everywhere, but does it affect us as much as advertisers might like? I find myself pondering if it was the commercials between my favorite TV show and the ads in my favorite magazine that encouraged me to buy Kotex feminine hygiene products. Or was it my own wants governing me to purchase. According to Jib Fowles’ article “Advertising’s Fifteen Basic Appeals”, “There is no evidence that advertising can get people to do things contrary to their own self-interests” (567). Although this discovery hasn’t stopped American businesses from spending billions of dollars annually on advertising. With this in mind, Kotex hasn’t needed to change their appeals too much, their products are a necessity for women, but obviously with their good…show more content…
Finally, a commercial ad from 2000. It starts with a white back ground and a brunette woman in an all-white outfit. She begins by saying she’s, “[…] a believable 18 to 20 year old female who is racially ambiguous, and [she’s] in this tampon commercial because market research shows girls like you like girls like [her].” They go on to several angles of the same woman in white. She then says “Now I’m going to tell you to buy something. Buy the same tampons as me. Because I’m wearing white pants and I have good hair. And you wish you could be me.” Then it goes to a black screen that reads “Why are tampon ads so obnoxious?” then it cuts away to an image of all of their new products with a headline of “Break the Cycle.” It seems that this commercial ad is calling out all the go to appeals feminine hygiene products advertisers utilize, but on the other hand still using one of Fowles fifteen main appeals, autonomy. Basically asking the viewer to be their own person, but to still buy Kotex products. Throughout the decades of Kotex advertising many subjects where the focus, none more effective than the next it seems. Yet they stayed in business all these years, so they’re obviously doing something right. All things considered, advertisements may not be the reason for products fall or rise in sales, but they definitely mirror the life and time of the
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